Interactive TV Technology and Markets

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ISBN: 9781580533218 | 1580533213
Cover: Hardcover
Copyright: 1/1/2002

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This forward-looking book focuses on interactive television (ITV), and illustrates how it is changing the face of TV broadcasting. The book provides professionals with important technical, strategic, and creative expertise to help in the development of ITV systems and with the assessment of their future business potential. Interactive TV Technology and Markets explains how bandwidth limitations associated with analog TV signals are eliminated as cable, satellite, and terrestrial TV network operators switch to digital bandwidth.

Preface	p. xvii
Acknowledgments	p. xxi
Broadcasting	p. 1
Introduction	p. 1
What Is Broadcasting?	p. 2
Communication System	p. 2
History of Broadcasting	p. 5
Broadcasting and Telecommunications	p. 11
Digital Television and Compression Technique	p. 12
ITU-R 601 Component Digital	p. 13
MPEG Standardization Development	p. 15
Mode of Delivery: Terrestrial, Cable, and Satellite	p. 22
Digital Television Standards	p. 24
DVB	p. 26
DVB-S	p. 27
DVB-C	p. 28
Integrated Services Digital Broadcasting (ISDB)	p. 29
HDTV	p. 29
Direct Broadcast Service	p. 30
DTH System Description	p. 33
Costs Comparison of Various Delivery Systems	p. 34
Digital Radio	p. 35
Data Services (Value-Added Services)	p. 40
LDTV, SDTV, EDTV, and HDTV	p. 42
Advent of Television and Its Social Aspects	p. 42
New Technology Frontiers in Broadcasting	p. 45
Studio Technology	p. 46
Flexibility of Digital System	p. 47
Multimedia Broadcast Services	p. 51
VOD	p. 52
Information Superhighway	p. 52
Interactive 3D TV Network	p. 55
Provisional Programming Service	p. 56
Multiview TV	p. 56
Hierarchical Modulation Service	p. 56
Emergency Alert Broadcasting	p. 59
Home Servers for Integrated Services TV	p. 59
Broadcast to Personal Computers	p. 59
Broadcast Push Model	p. 61
Client	p. 62
Super Surround Audio-Visual System	p. 63
Tools and Techniques	p. 63
Analog Cutoff	p. 67
Development of ITV	p. 67
T-Commerce	p. 70
Future	p. 71
References	p. 71
Selected Bibliography	p. 75
Enhanced and Interactive Television	p. 79
Introduction	p. 79
What I ITV?	p. 80
Industry Experiences: Going Down Memory Lane	p. 81
WebTV	p. 87
The ITV Experience	p. 88
Why Broadcast ITV?	p. 91
Richer Viewing Experience	p. 92
Distance Learning	p. 93
Enchanced VOD	p. 93
Information Retrieval	p. 94
Game Shows	p. 95
Audience Targeting	p. 95
Audience Feedback	p. 95
New Revenue Models	p. 95
Voting	p. 98
Telebanking	p. 98
Walled Garden	p. 99
Different Types of ITV	p. 99
Transmissions and Range of Services	p. 102
Who Can Watch ITV?	p. 104
Set-Top Box	p. 104
Remote Control	p. 106
Television	p. 106
Key Players in ITV Service	p. 107
Future of ITV	p. 108
Conclusion	p. 109
References	p. 110
Selected bibliography	p. 111
Appendix 2.A	p. 112
Technology and Standards	p. 113
Introduction	p. 113
Digital TV Receivers	p. 116
Compact Disc	p. 117
ITV	p. 118
Building Blocks of ITV	p. 121
Content	p. 121
Compression	p. 122
Storage Hierarchy and Control System	p. 123
Transmission System	p. 125
Return Path	p. 130
Set-Top Box	p. 130
Subscriber Management	p. 135
System Description for ITV	p. 136
Internet Protocol Extension for ITV	p. 139
IP-Based Delivery	p. 142
HTML-Based Design	p. 143
Transporting Interactive Data	p. 144
Integrating Programming in the VBI	p. 147
JAVA Technology for ITV	p. 148
Receiver Using JAVA	p. 148
Software Environment	p. 150
Competing Standards	p. 151
ITV for DVB	p. 153
Digitag	p. 155
DASE	p. 155
ATV Forum	p. 157
ATVEF	p. 157
B XML/BML Draft Specification	p. 170
Interactive Terrestrial TV Integration	p. 172
A Few System Descriptions	p. 173
Wink TV	p. 173
Intel's Intercast System	p. 178
Regulatory Environment	p. 178
Legal Issues	p. 179
Industry Groups	p. 179
Summary	p. 180
References	p. 181
Selected Bibliography	p. 184
Content Development	p. 187
Introduction	p. 187
Content: In Search of the Killer Application	p. 190
What Do Viewers Want?	p. 191
Commercials	p. 193
Walled Gardens	p. 194
Extended TV Services	p. 195
Creating an ITV Program	p. 195
ITV Links	p. 196
Displaying TV Broadcasts and Picture in the Web Page	p. 204
Companies Creating ITV Links	p. 208
Design Considerations	p. 208
Color	p. 209
Bloom	p. 210
Moire	p. 210
Flicker	p. 210
Enhanced TV Coding	p. 211
Authoring Interactive Content	p. 212
Tools for Encoding EIA-746 Triggers	p. 212
Authoring Example	p. 213
WebTV	p. 214
WebTV Browser Navigation	p. 215
Web Page Design	p. 215
WebTV Proxy Server	p. 219
SSL: Securing Transactions	p. 220
WebTV Emulator	p. 220
ITV Programming Examples	p. 221
ITV Development Resources	p. 222
Summary	p. 222
References	p. 223
Selected Bibliography	p. 224
Appendix 4.A	p. 226
Appendix 4.B	p. 227
Appendix 4.C	p. 233
WebTV Link Attributes and Their Syntax	p. 233
WebTV Supports	p. 236
Business Models and Potential	p. 239
The Marketplace Context	p. 239
ITV Drivers	p. 241
Digital Broadcast	p. 242
Internet	p. 243
E-Commerce	p. 244
T-Commerce on DBS	p. 244
TV Portals	p. 244
Walled Garden	p. 245
E-Mail	p. 246
Content	p. 246
Metadata	p. 246
Metacontent	p. 247
Data Broadcasting	p. 247
VOD	p. 247
Emerging Markets	p. 247
A Few Trends and Predictions	p. 248
Regional Growth Potential	p. 251
Market Dynamics	p. 270
Spreading the Risk	p. 270
Commercials	p. 271
Market and Collaborations	p. 271
Wink	p. 272
DIRECTV	p. 272
Liberate TV	p. 273
OpenTV	p. 273
Microsoft	p. 274
The Consumer	p. 274
Consumer Preferences	p. 274
Paying Capacity	p. 275
Entertainment Spending	p. 275
Emerging Business Model for Broadcasters	p. 275
In Search of New Applications	p. 276
Capitalizing on Business Opportunity	p. 277
Redefining the Business Model	p. 277
Conclusion	p. 277
References	p. 278
Selected Bibliography	p. 279
Appendix 5.A	p. 279
Appendix 5.B	p. 280
Future of ITV	p. 285
Introduction	p. 285
Why Interact?	p. 287
Interaction Modes	p. 287
Human Behavior	p. 289
Contextual Usability	p. 294
In the Research Lab	p. 301
DAB for Traffic, Travel, and Tourism Information	p. 301
Data Delivery Services	p. 302
IDMB	p. 303
Two-Way Broadband DBS	p. 303
Emerging Services	p. 304
Gazing into the Crystal Ball	p. 304
Conclusion	p. 308
References	p. 309
Selected Bibliography	p. 309
Appendix 6.A	p. 310
Case Studies	p. 317
Case Study: United States	p. 318
Terrestrial DTV	p. 318
Cable	p. 318
Satellite	p. 319
American Viewers	p. 320
Key Players	p. 320
ITV in Europe	p. 324
United Kingdom	p. 326
France	p. 334
Australia	p. 337
ITV in Australia	p. 337
Key Players	p. 338
Pizza Hut T-Commerce	p. 338
Lessons Learned from the Case Studies	p. 339
The World Is Going Digital	p. 339
Business Is Changing	p. 339
Far-Reaching Impact of T-Commerce	p. 339
Radical Structural Changes Are Required to Face the Change	p. 339
Collaboration and Mergers Key to Survival	p. 340
Selected Bibliography	p. 340
Glossary	p. 341
About the Author	p. 393
Index	p. 395
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Interactive TV Technology and Markets

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